Email personalization at scale is one of the toughest tasks in the daily process of a Sales Development Rep. Email automation has been scorching the prospect earth since it’s predictable revenue introduction, but now it’s time for customization and hyper-personalization to take front seat.
Thanks to the rise of the Sales Development Cloud, email personalization at scale is a lot easier than it used to be. With technology like Owler and Crystal, along with the Salesloft Sales Email tool, integrating insights on your prospects is super simple.
Salesloft SDR Brad Ansley is here to talk you through 4 of his favorite strategies for injecting email personalization into his daily cadence. Watch the video below to get a real reps take on the 10x80x10 model, and using the Sales Development Cloud to personalize his emails with sincerity.
Video Transcription:
Hey guys this is Brad Ansley with Salesloft. Today, I wanted to talk to you about email personalization, and how to maintain sincerity at scale.
You can’t spend an hour on every email when you’ve got a number to hit, so the way that we’ve solved this problem is with a 10-80-10 approach, where the first 10% and the last 10% of the email are really personalized to your prospect.
That first 10% is where you really need to hook people. This is where you need to do your research on LinkedIn, on Twitter, on Owler to do research on the company, find something that’s relevant to them. Have they written a blog post recently? Did the company just get funded? Find something relevant and connect with them on that level.
The 80% meat of the email is where you pitch what’s in it for them. This is not a place to feature dump, this should be a well-crafted message that lets them know how your product relates to their pains and gives them a reason to respond.
For the last 10% what we do is we use a P.S. line to connect with them on a more personal level. For example, if I see anybody who went to South Carolina, I’m definitely putting “Go Gamecocks” at the bottom of that email. This is just a place for you to connect with them, find some common ground to show them that you care about what they’re interested in.
Once you have your email put together, a special pro-tip is to use Crystal Knows to check to make sure that your wording matches up with the personality of the person that you’re reaching out to.
It’s going to take some time to get used to doing these things quickly and repeatedly. You’re there to solve their problems, you’re not just pushing them through a mass-blast automation tool, and you really want to connect with them.
Hope this is helpful, please let me know if you have any questions. Happy to talk about this stuff more in depth.
Brad’s Tips on Email Personalization at Scale:
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